Incentives help marketers gain customer's location data

Marketers must create incentive to entice consumers into sharing specific location data. Aimia's Martin Hayward said the company allows customers to choose when they receive offers. In exchange, Aimia gets location data and the ability to map where customers are. "Customers will share their data with us because they know some benefit will accrue from it. It becomes much more of a two-way relationship," Hayward said.